On May 29, 2025, the Japan Program at the Shorenstein Asia-Pacific Research Center (APARC) hosted a conference titled Japan’s Global Content Industries, dedicated to exploring the global power and creative evolution of Japanese content, from anime to manga, video games, music, VTubers, and more.

Co-organized by Orange Inc. and APARC Global Affiliates Program Fellow Yasushi Maruyama, the event convened prominent influential creators, producers, technologists, and scholars from Japan and the United States. It offered a platform for interdisciplinary engagement and exploration of how Japan’s content sectors contribute not only to cultural imagination and entertainment but also to soft power diplomacy, economic strategy, and digital transformation.

“Content is the most successful export industry in Japan," noted Japan Program Director Kiyoteru Tsutsui in his opening remarks. "As of a year ago, Japan’s content has become a 43 billion USD industry, surpassing many of Japan’s traditionally successful industries, except for automobiles.” 

The Creators: Crafting Japan’s Cultural Icons

The morning session focused on creators within Japan’s content ecosystem. It featured leading voices behind some of Japan’s most influential media franchises. Junichi Masuda of The Pokémon Company opened with a reflection on the franchise’s long-term development and its transformation into a global cultural symbol. Hiroyuki Nakano, editor-in-chief of the magazine Shonen Jump, followed with insights into editorial strategies and the sustained appeal of serialized manga such as “One Piece.” Game designer Tai Yasue from SQUARE ENIX concluded the segment by discussing collaborative design approaches in creating popular video game franchises like “Final Fantasy” and “Kingdom Hearts.”

Each speaker underscored the strategic interplay between creative autonomy and organizational frameworks within Japan’s media production. Despite operating in distinct sectors, manga publishing, game development, and franchise management, the speakers emphasized the importance of creative vision, collaborative processes, and fan engagement in driving success.

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A panel discussion, moderated by Yasushi Maruyama and joined by Susan Napier, the Goldthwaite Professor of Rhetoric, International Literary and Cultural Studies at Tufts University, placed these industry insights within broader academic and sociocultural contexts. Napier, an authority on anime and Japanese cultural studies, connected the presenters’ creative strategies to the broader narrative of Japan’s cultural exports and its influence on global audiences. The dialogue highlighted how Japanese content not only entertains but also fosters deeper cross-cultural understanding.

The Innovators: Scaling Japanese Content Globally

The afternoon session turned attention to the structural and technological transformations enabling Japan’s media to scale globally. Sony Music Entertainment (Japan) Inc., Director of the Board, CFO & CSO Hide Nagata examined corporate strategies driving global expansion of Japanese music and anime.  He emphasized the importance the anime fans have with music and leveraging data analytics in maximizing reach and impact.

Shoko Ugaki, CEO of Orange Inc., shared production methodologies that have positioned the startup manga localization studio at the forefront of innovation. The presentation highlighted how Orange Inc. leverages various AI technologies to make manga more accessible to international audiences and the challenges of automated translation. The session concluded with Motoaki Tanigo, CEO of COVER Corporation, who introduced Hololive’s virtual talent ecosystem. His remarks on VTubers underscored how digital personas and fan interactivity are redefining contemporary media engagement.

A concluding panel, moderated by Kiyoteru Tsutsui and joined by Professor Mizuko Ito of the University of California, Irvine, synthesized the day’s themes. Ito, a specialist in digital youth culture, explained how fandoms, participatory culture, and platform technologies are creating new modes of learning, connection, and commerce. The panel emphasized that Japanese media no longer function as static cultural exports, but as dynamic, interactive ecosystems integrated into everyday digital life across the globe.

Japan’s Content Power: Cultural Strategy and Global Relevance

Throughout the conference, a consistent theme emerged: Japan’s content industries are increasingly strategic in blending creativity, technology, and cross-cultural appeal. Whether in serialized manga, immersive games, or AI-driven virtual entertainment, Japanese content reflects a convergence of artistic vision, business innovation, and global ambition.

The conference demonstrated the value of interdisciplinary dialogue in understanding the evolving dynamics of global media and connected scholarly analysis with real-world developments, fostering deeper engagement between Japan and the world.